Recent studies in marketing show decompositions of sales promotion effects based on household-level scanner data … of promotion effects, we propose flexible decompositions. One is that we allow the decomposition to depend on the type of … promotion support, such as feature and/or display. We find that the own-brand sales elasticity increases with more support. Also …

Several researchers have decomposed sales promotion elasticities. A key result is that the majority of the sales … promotion elasticity, about 74 percent on average, is purportedly due to secondary demand effects (brand switching) and the … accounts for a far smaller percent of the unit sales promotion effect than what published results suggest. …